Influencia de la publicidad en las tendencias socialesuna aproximación exploratoria al mercado publicitario español

  1. Núñez Jiménez, Miriam 1
  2. Olarte Pascual, Cristina 2
  3. Reinares Lara, Eva Marina 3
  1. 1 GFK, Marketing Services España
  2. 2 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

  3. 3 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

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Book:
Estableciendo puentes en una economía global
  1. Pindado García, Julio (coord.)
  2. Payne, Gregory (coord.)

Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC

ISBN: 978-84-7356-556-1

Year of publication: 2008

Volume Title: Comunicaciones

Volume: 2

Pages: 29

Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (22. 2008. Salamanca)

Type: Conference paper

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Abstract

Advertising has existed since the dawn of history, and from the twentieth century, with the development of the media, the man was born, grew, lived and evolved with it. From the perspective of marketing, advertising persuades the individual creating motivations. Therefore it is very interesting to deepen the connection between advertising and social trends since the former has endeavoured to identify the social values in each era and turn them into pillars of its campaigns. Throughout an exploratory investigation of a qualitative nature, this study focused on two research topics: the ability of social advertising at different historical and social stages to �change trends and social values" and the ability of social advertising to use trends and social values to motivate the target. Research results allow to draw interesting conclusions about the role of this social communication tool.

Data source: Dialnet